Our Product Vision The Power of Facebook’s Direct Response Solution
Maz Sharafi, May 2014
Maz Sharafi Product Marketing, Direct Response, Facebook
The path-to-purchase is complex
67%
start shopping on one device and continue on another Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013
The power of Facebook’s direct response solution
Reach more of the right people
Drive action across devices
Make insightful decisions
Reach more of the right people
Reach all of the people who matter to you High-quality reach
Incredible scale on mobile
26M
20M
15M
monthly active users
mobile monthly active users
mobile daily active users
DE
DE
DE
Source: Facebook Internal Data based on stated and inferred data, average for Q4 2013
Reach people otherwise unreachable Search represents a fraction of purchase intent
45% Shoes in Germany 65 K Searches*
of people reached via ads were reached exclusively through Facebook***
385 M Purchased**
Source: *Quarterly estimated based on monthly search query volume from Google Keyword Tool, April 16, 2014, ** APICCAPS World Footwear report, 2010, *** Gartner, Feb 2013, “Gartner Says Worldwide Mobile Phone Sales Declined 1.7 percent in 2012�, ***Aggregate Knowledge, Q4 2102
Facebook makes search work even harder Case study:
Success from leading retailer
30% 24% 7% 4.5% higher return on ad spend
increase in AOV
higher paid search CTR
drop in CPA
Source: Kenshoo “Facebook Advertising Boosts Paid Search Performance,� Nov 2013; study commissioned by Facebook
Current data signals Your data
Third-party data
Custom Audiences
Partner categories
NEW
Your CRM database
Your Website Visitors
NEW
Your Mobile App
Facebook data Age
Gender
Interests
Life-stage
Location
Facebook Audience Insights
Aggregate and anonymous information of: • Demographics • Page likes • Location and language • Facebook usage • Purchase activity
Information can be viewed for 3 different groups of people: • People on Facebook • People connected to brands’ pages or events • People in Custom Audiences brands have already created
Reach real people with accuracy Facebook is
>2X
more accurate than other ad networks The average online reach for narrowly targeted campaigns is
38%
accurate Source: Nielsen OCR, August 2013
The average Facebook reach for narrowly targeted campaigns is
89%
accurate
Drive action across devices
Put your products at the center of the experience People check News Feed
14X per day
Source: IDC, “Always Connected,” March 2013
Driving sales across the web: More intent-driven clicks Link Ads with Calls-to-action
Shop Now Learn More Sign Up Book Now Download
Driving mobile app acquisition Mobile App Install Ads Customer discovery and acquisition
The Audience Network
Extend your Facebook campaigns into other mobile apps with one click
Audience Network at a glance • The right ads for your audience • Access to Facebook Advertisers • Ad units that drive results • Simple insights
Ad in third-party app
Links to app store
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Make insightful decisions
Current measurement challenges Conversion pixel
Key challenges
Facebook solutions
• Data is fragmented across devices
• Cross-device optimisation: Facebook optimizes for conversions across devices
• Measurement solutions rely on proxies • Optimisation is difficult due to fragmented data
SDK
• Accurate measurement: Facebook measures real people, not proxies • Cross-device measurement: Facebook measures crossdevice behavior
Incremental Lift Measurement
Exposed (A)
Conversion Rate
Fair comparison
Holdout (B)